Summary / objectives

To launch a child sponsorship organisation in France, extensive free or 'pro bono' press space was negotiated through personal contact or using directories. In December, handwritten thank-you notes for the space (without any ask) were sent to 200 members of the press in India during a field visit by the NGO's CEO. In January, a couple of pictures from the field visit and a formal ask were sent to the same members of the press and resulted in another 50 immediate offers of free space. That 'major donor' approach resulted in more than 500 new child sponsors with a more than five-year lifetime value.

What's really significant here is the way that Aide et Action's CEO cultivated and encouraged press involvement and support, so that they were were only too willing to help with donations of free advertising space.

Background

This was a young French NGO, without any financial means to do direct mail or buy space, using a 'major donor relationship' approach with the press.

Influence / impact

Aide et Action recruited hundreds of new child sponsors at very little cost.

Costs

Very minor – 200 cards, duplication of pictures, stamps.

Results

Around 500 sponsors with a five-year lifetime value at 1200 French francs per year (about €180).

Merits

A simple idea for 'start-up NGOs' based on true donor relationship building. What's really significant here is the way that Aide et Action's CEO cultivated and encouraged press involvement and support, so that they were were only too willing to help with donations of free advertising space.